Brands Director, Lead

Job Title
Brands Director, Lead

About us
With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you’ll test new ideas, learn and grow, and unlock a brighter, more exciting future!

Join us to create a career worth celebrating!

About the role:
Leadership Accountabilities

• Drive scale and consistency: Lead execution of national campaigns with precision and commercial rigor
• Performance ownership: Deliver against NSV, share, and equity targets with a strong Return On Investment lens
• Cross-functional orchestration: Align closely with commercial, sales, finance, marketing, and supply teams to ensure flawless execution
• Capability building: Develop team fluency in performance management, RGM, and digital execution
• Boldness in execution: Demand brilliant execution at the point of purchase and act with urgency
• This role requires expertise in both the Diageo Leadership and Marketing functional capabilities of inspiring collaboration, support, and coordination across multiple partners  
• This requires strong influencing and alignment across key business units (Commercial, Innovation, Media, Consumer Planning, Corporate Relations, Procurement, Legal) and external partners such as agencies, brokers, etc

Role Responsibilities:

1) Brand Strategy & Planning

• Create long range strategy for each of our brands, articulating clear consumer growth corridors for each of our lead brands
• Develop and deliver annual brand plans for Diageo’s lead brands portfolio
• Define brand positioning, consumer segmentation, and growth drivers tailored to the Canadian market.

2) Financial & Commercial Accountability

• P&L Ownership: Accountable for delivering Net Sales Value (NSV), Operating Margin, and Trading Profit targets for the convenience portfolio 
• Performance Tracking: Monitor brand performance using commercial scorecards, Key Performance Indicators, and tools like Heartbeat to ensure marketing investments deliver strong Return On Investment 
• A&P budgeting:  Ensure efficient allocation across media, innovation, and activation

3) Innovation & Renovation

• Lead innovation strategy for lead brand portfolios
• Partner with Innovation and RGM teams to ensure commercial viability and execution readiness 

4) Integrated Marketing Execution

• Lead execution of full-funnel marketing campaigns across media, digital, experiential, and activation at outlet level 
• Build brand activations are culturally relevant and aligned with Diageo’s “Brands in Culture” strategy 

5) Cross-Functional Leadership

• Lead a cross-functional team including Brand, Commercial, Sales, Sponsorship, Consumer Planning, Media and Innovation
• Partner with global teams to localize strategies and share Canadian insights
• Act as the marketing voice for lead brands in commercial and executive forums 

6) Team Leadership & Capability Building

• Talent Development: Build a high-performing marketing team culture, with strong talent plans and coaching to support capability growth 
• Culture & Engagement: Foster a culture of accountability, creativity, and purpose-led leadership within the team 

7) Governance & Compliance

• Ensure all marketing activities align with Diageo’s Code of Business Conduct and regulatory standards.
• Act as a brand equity guardian, ensuring responsible marketing and consistent brand representation

Flexible Working Statement:
Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one.
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Diversity statement:
Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this. We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, perspectives, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.
Feel inspired? Then this may be the opportunity for you.